Commercial strategies of the market, in its neo-liberal mindset in particular, rely on the activation of the consumer. Capitalism works best when a preferably large amount of people work more and more, achieve more, consume more. For this, an efficient and healthy body is a premise and a most important asset. Nothing has such a supporting and fostering affect as the voluntary and independent participation of consumers in their own individual optimization process. Their own success can then be staged on the platform of social media as a spectacle, can be evaluated and then again act as an incentive for others. Through one`s body and life tyle, one generates his/her own „social market value“, that can be measured in numerical form of likes and can be compared. This new psychological intelligent and activating power awakens aspirations, sets incentives and directs. Self-optimization is not only submitting to a prevailing beauty ideal, it is also a functioning machine to intercept and cover up problematic side effects of a society of capitalism and achievement. It is the representation of wholeness and health. An intact rose-colored protective bubble, in the middle of struggles to survive, stress, isolation, loneliness, psychological and physical illness. […]